Greater percentage of Realtors® incorporating Instagram and LinkedIn into their work

by Patrick Regan

A greater percentage of Realtors® are using Instagram and LinkedIn to build their businesses, according to the 2022 Technology Survey from the National Association of REALTORS®.

Fifty-nine percent of those surveyed said they use Instagram for their real estate business, and 53% use LinkedIn. In the 2021 survey, those numbers were 52% for Instagram and 48% for LinkedIn. 

Facebook, at 89%, remains the most common social media tool for Realtors. Most other social media platforms are used for business by fewer than 20% of those surveyed, including Twitter, TikTok, Pinterest and Snapchat. Twelve percent of respondents said they use TikTok, compared to just 5% in last year’s survey.

The technology survey revealed other insights into how Realtors are incorporating technology into their work. eSignature, lockbox and MLS apps were rated the most impactful tech tools used by Realtors in the last 12 months. 

Those surveyed predicted cybersecurity, 5G and drones will have the biggest technological impact on real estate in the next two years. 

Sixty-one percent of those surveyed either agreed or strongly agreed that their brokerage provides the technology tools to be successful. Only 15% said they disagreed or strongly disagreed with that statement. 

“It’s clear that technology plays a key role in our members’ lives and businesses,” NAR CEO Bob Goldberg said in a news release. “From our annual iOi Summer to our REACH tech accelerator program, NAR has its eyes on the future. By partnering with innovation leaders and empowering Realtors with the latest technology, we’re driving the future of real estate and helping our members build staying power.”

The 2022 Technology Survey is based on data collected in August. The survey was emailed to NAR members, and it generated 2,419 usable responses. 

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